Executives and experience: The two chief challenges for social CRM?
I recently attended a panel at SAP annual conference SAPPHIRE NOW in Orlando, where the subject of social media and social CRM was discussed. The need to engage with customers through the new channels was iterated multiple times. It is about the communication with customers and listening to what they have to say, it was stated clearly.
Recently I noticed the proliferation of new social CRM stacks by several gurus and analysts. For those of you who are too much in the cloud to remember what a software stack is, it is basically a diagram that illustrates the relationships between different software tools.
The new social CRM stack described the relationships between tools designed to listen to customers, software designed to analyse and to decipher the voice of customer and reporting tools to deliver the message loud, clear and crisp to the executives who need to act on it. It was a beautiful depiction of how all the tools work together.
Lior Arussy is the founder and president of Strativity Group, a global customer experience research and consulting firm specialising in design, innovation and deployment of differentiating, profitable customer experiences. His books include Excellence Every Day: Make the Daily Choice and Passionate & Profitable: Why Customer Strategies Fail and 10 Steps To Do Them Right!
His latest book is Customer Experience Strategy: The Complete Guide From Innovation To Execution.